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As AI becomes a key consideration for the industry , Imogen Goodman explains why personalisation could be the next frontier in sports betting and gaming
O f all the buzzwords creating a stir in the gambling industry , personalisation is both one of the most prevalent and the hardest to define .
From targeted advertising to personalised betting offers , it has been used as a catch-all term for new trends and technologies that could help solve the industry ’ s problems : reducing churn , enhancing the customer experience and making sense of an unwieldy mass of online data .
But for experts who have worked in artificial intelligence ( AI ), machine learning ( ML ) and personalisation since long before the current hype , the personalisation of betting and gaming products is simply a logical progression .
THE NEXT STEP IN GAMING AND MEDIA ’ S EVOLUTION
“ We look at this as the next step in the gaming and media industry ,” says Chris Reynolds , CEO and co-founder of Epoxy , a provider of AI / ML-driven personalisation solutions in the betting and igaming industry .
“ Whether it ’ s TV , whether it ’ s music , whether it ’ s ecommerce , the application of advanced technology to create greater insights into user behaviour and to streamline workflows and derive key metrics like customer lifetime value – these technologies have been applied and in place for a long period of time .”
When it comes to the personalisation of websites and apps , there ’ s also evidence that bettors have come to expect it : research carried out by Betting Hero in 2023 found that 80 % of customers rated personalised offers and bets as “ valuable ” or “ very valuable ” and that 75 % found non-personalised apps difficult to navigate .
iGB L ! VE 2024 • ISSUE 136 • 53